Edun x
Sigh…
Edun is the ethical fashion label founded by Ali Hewson and Bono in 2005. Their vision is to build long-term sustainable growth opportunities in Africa by supporting the manufacturing process and building community initiatives in the country. Danielle Sherman was named Creative Director in April 2013 and these incandescent pics are cherry-picked from her first Collection which debuted in New York Fashion Week in September.
The provocativeness is in the simplicity: Simple palette, simple patterns, simple shapes – the mixing it up is where the awesomeness happens.
J’adore and want.
It’s fluid, it’s refreshing: Justification takes on a new dimension and skilfully skewers the message home…You don’t have to pretend not to care.
For Spring 2014 they want 85% of the Edun Collection to be produced in Sub Saharan Africa and they’ve been travelling to Africa for more inspiration.
They truly believe they can hit the wall and make a dent. So do I, and I personally can’t wait to see what they do next..Roll on February!
Laters, Kate x
Maison Bentley Style 
Adoreeee xxx
It’s like the gorgeous wicker on those amazing vintage chairs have been brought to life and magically fused with the warm, patterned air of Africa. Heaven. xxx
I am loving the mosaic (wicker) pattern of the crop tops (vests) and cropped jacket. The wrap skirts are gorgeous, too. I always thought Edun as a more casual brand (T-shirts). I will have to look, again.
Thank you..you reminded me I hadn’t made a link to their website – worth clicking through to as it starts off with a video of the catwalk in progress and you get to see how the clothes move. I get the feeling things have got a lot more serious since Danielle Sherman was appointed. That leather work is just stunning..and the way the sizes of the patterns compliment each other? Some of the chicest monochrome I have seen.. xxx
I only can say wow!! love the pair of pant with the blouse and the length of the skirt, fabulous style!
The proportions are fabulous.. xxx
Fully in love with patterns as I am right now, and identifying absolutely with the black and white combination: what could I say? Iove it! I hope they success and can make a difference for Africa. Thanks for sharing it.
Isn’t the contrast between the smaller and the larger print fabulous? And I love how the whole thing plays off against the floor..incredible xxx
This is so rare to find an ethical fashion brand that produces such sharp urban silhouettes, with truly amazing motifs ! xxxxx
It’s what struck me to, they’d successfully crossed that line from boho to chic which appears to be a very hard thing to do xxxxx
Love, love, love Edun’s use of print + pattern. Can’t wait to see what they do for Fall ’14!
I find it very rare that I love everything in a collection, or everything in each outfit…but this fits together so well, is so exciting and cohesive..a joy! xxx
Beautiful!! I don’t do a lot of black and white, but that jacket is really making me think otherwise!
Sigh. I would love to own some of these pieces..I’m such a sucker for a cool coat – love those, but that leather work? Really takes my breath away.. xxx
Oh wouldn’t it be loverrly! Ethical and stylish….hurrah. Xx
It feels odd that it’s such a rarity..but it is! Lets hope this is the start of wonderful things to come.. xxx
Things are certainly a-changing over at Edun. Hope this new aesthetic sticks as it’s much more fashion forward. I always thought their name was a perfect example of branding. Nude spelt backwards. Wish I could be as clever as that using just one four letter word!
Oh my drow! that’s clever!! xxxx
Those monochromes and print match ups are spectacular! I’d wear the whole collection! Can you imagine having some of those pieces to mix and match? I’d be in heaven! I swear I’d throw out everything I own just so I wouldn’t be tempted to wear anything else.
Utterly with you! I love each piece and each element…and that NEVER happens! Fight you for it!! xxx
Only if the fight involves a drinking contest! “Ladies, approach with your Cosmo’s, margarita’s and optional shooter of choice and lets have a clean fight! {{ding}}”
I’m your gal!..I’ll raise you a Singapore Sling!
Loved everything on this page.
Simple, chic, dress up, dress down and supremely elegant, j’adore! xxx
Yes, so much you can do with each piece.
I love what they’re doing!!! Thanks for posting this!
I’m really curious to see if they’ll go down the traditional African print route as it’s a bit of a love of mine. Can’t wait! xxx
The silhouettes + prints are fabulous…
adore them in black + white–très chic!
And the photos of those carved, mammoth wooden doors…
pure architectural beauty!!